• by Joe Mandese  @mp_joemandese, February 6, 2012

Spunky print and digital news magazine Newsmax quietly launched a complete redesign of its eponymous Web site Newsmax.com. The overhaul, which was “a year in the making,” according to Creative Director Cable Neuhaus, marks a look and functionality that is “far removed” from what was already a fairly successful publishing endeavor. “Why does this matter?,” says Neuhaus. “Because Newsmax.com is one of the most-visited news sites on the Web, well ahead of many others that seem to have higher brand recognition (but a smaller audience).”

Online Media Daily: So why now (redesign)?

Cable Neuhaus:  The old design was way too dense. The site was busy and had begun over the years to look disorganized and antique-ish. And with smart folks all around the globe producing news sites that are cleaner and leaner, we felt it was time for us to be more contemporary as well. Our new site feels lighter, crisper, and I think is far more accessible to readers.

OMD: What was the goal/what do you think you've accomplished with the redesign?

Neuhaus:  The site is now more driven by our editorial team -- meaning they are deciding all day long exactly what stories are going to get the best play on the home page. They have options as to how and where to position stories, and that will make a world of difference. Also, we are asking our audience to trust our judgment. In fact, that's part of our value proposition: 'Newsmax is helping you organize your news-reading today.' We wanted this to be an easier read, so the type is larger all around, the colors brighter, the categories more evident within tabbed sections. Google's cool, clean design philosophy has indeed influenced many of us.   

OMD: What should people in the ad world understand about it, or Newsmax in general?

Neuhaus: We've grown into a very significant news site in terms of unique visitors. Our audience is loyal all across the board ... they visit us on their PCs, on mobile devices, they receive our emails, they buy our branded merchandise, and they watch our Newsmax.TV videos. They trust us to understand a conservative POV, to be independent of what they perceive as liberal bias in the mainstream media. For advertisers trying to reach that rather large national audience, we're a terrific venue.    

OMD: So how's it going in general?

Neuhaus:  Well, we just went live with the redesign not too many hours ago, but I guess the good news is that we haven't been bombarded with negative messages! Mostly, and to my surprise, we've heard from people who say what I hoped to hear: They find us airier and easier to read. In the next few weeks, we'll make some tweaks, of course, and I trust visitors to the site will find most of them to their liking.   

OMD: What's next? Anything up with all your other platforms -- mobile, social, etc.?

Neuhaus:  Our mobile initiative has been very successful. We're on most mobile platforms now, but we've yet to launch a full-fledged iPhone or Android app. That's in the works, and it's got a high priority. We're also on most e-readers these days. Our social initiatives have been building rapidly as well ever since we hired a staff specialist in that area. With our very successful monthly magazine having been redesigned late last year, and now our eponymous Web site, we feel we've got some steam behind our efforts to make Newsmax a more visually appealing brand.